Smart DM LIVE TO THE MAX by Proximity Lisbon

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Industry Cars
Media Direct marketing
Market Portugal
Agency Proximity Lisbon
Creative Director Nuno Duarte Silva
Copywriter José Castelo
Strategic Planner Rodrigo Gralheiro
Released December 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: SMART
Date of First Appearance: Dec 7 2009 12:00AM
Entry URL:
Creative Director: Nuno Duarte (Proximity)
Creative Supervisor: José Castelo (Proximity)
Copywriter: José Castelo (Proximity)
Web Designer: Talita Romão (Proximity)
Strategic Planner: Rodrigo Gralheiro (Proximity)
Account Director: Inês Melo (Proximity)
Account Executive: Sofia Ascenso (Proximity)
Flash Developer: Mário Martins (Proximity)
Flash Developer: Rodrigo Silva (Proximity)
Media placement: Email - Mercedes Database - 7 December 2009
Media placement: Banner - Web - 7 December 2009
Media placement: Website - Web - 7 December 2009
Media placement: Facebook - Web - 7 December 2009

Describe the brief/objective of the direct campaign.
Develop the website for Smart’s campaign - “Live to the max, spend the minimum”. Given that Smart is an economical and ecological car, the campaign encouraged consumers to devote their energies to living life to the max, rather than driving. Laughing, crying, screaming, or having an orgasm - living life to the max.

Explain why the creative execution was relevant to the product or service.
The “Live Life to the Max” site ( is simply a page with 4 countdowns: to laugh, cry, scream with rage or have an orgasm. Each time a countdown reaches zero, the site automatically triggers a link from YouTube, with a film that will make users laugh, cry, scream with rage or have an orgasm.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Create a site that would enable users to experience emotions at the max. Where they could laugh, cry, scream with rage or have an orgasm. How? By using the biggest emotion engine on the internet: YouTube. We all share its contents.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the campaign period, the site had over 80,000 visits. 71 test-drive requests were made via the site that generated 39 hot leads. In parallel the sale of smart cars in December - the campaign period - increased by around 50% in comparison with November.